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I understand what you mean.
He's talking about another feature which also requires ads in order to function.
I should point out that these 2 features are interconnected to a great extent, i.e. if you use all available ads for Sweet Cinema, you will not have other ad dependent features active. For example, pre-level bonus, in-level Magic Shuffler, on-fail help (for moves and bomb/saucer), booster parachute, extra lives and Sweet Cinema are all connected - no ads for one means no ads for all. This said, one should manage their ad usage.